What was the Challenge / Background of the Campaign?

M&M Global Digital Award Winner - When Reebok created 'The promise keeper' app they wanted to not only promote the ZigTech running shoe, but also ensure people didn't forget about it too quickly across Europe. The campaign was designed to generate conversation and target people who liked to keep fit, but who sometimes lacked the motivation to do so.

What was the Campaign Objective?

Spread the word about a new training shoe via a mobile app

What was the Solution?

By getting people to commit to complete a run 'The promise keeper' app would either commend them for doing so or reprimand them upon failure through their social networking pages, adding peer pressure. Sporting icons such as Iker Casillas, Lewis Hamilton and Amir Khan were recruited for the campaign and would send personalised video messages directly to people's social networks, either reminding them to stick to their next promise, commenting on their runs or lack of.

What were the Results?

The ZigTech trainer was visible in every update while each user message, comment, like and/or re-tweet brings the message to an even larger audience, therefore generating the social conversation. Successful results demonstrated that the ZigTech shoe benefits with a click-through rate of 14% of the website, 28% perceiving the Reebok app as their exercising partner and a high user loyalty with above 91% of registered users continuing to use the application since launch.

What were the Key Learnings of this Campaign?

Insight -"A promise made to everyone you know matters more". Reebok used insight into the psychology of human motivation - people don't like to let their friends down - to create an app which used people's social networks in a genuinely valuable way. As these networks were fundamental to the use of the app this increased the potential audience for the company's message without a high media spend. Plus the use of celebrity endorsement increased audience reach through the celebrity's own social networks and the associated media interest.